Disruptive expansion across new media industries - The relationship between narrowcasting and the online game industry

Abstract

Unlike traditional media, new media, which emerged as an advancement of information and communication technology, has disruptively expanded its influence by providing various levels of personalized information to users anytime and anywhere. The purpose of this study is to investigate the influence of new media on different industries. In the online game industry, acquiring information from new media is important because acquisition of information suited to each user level affects proficiency, and the user’s proficiency determines the optimal experience of the user. The research confirmed that information acquired from new media, such as narrowcasting, significantly affects user intention to play online games. Therefore, new media and existing mass media play different roles for users, and the two areas are not a single entity but separate. On the contrary, the attitudes formed through the enjoyment and social interaction experienced while playing online games did not significantly affect user intention to view game content through narrowcasting.